TikTok
TikTok’s official website is promoting Avon’s debut on the social media app with the launch of the #Liftlockpop hashtag challenge. In the April 12 news release, TikTok praised Avon’s model of social selling and accelerated move to omnichannel. The campaign is in support of Avon’s latest mascara product. TikToks’s announcement came four months after changing its TOS to ban all multi-level-marketing content.
Anti-MLM groups are gaining traction on social media, threatening a reputation revitalization for the channel
By: David Bland
Editor’s note: In this month’s Special Report, we bring a difficult topic to the attention of executives in the channel. While the “anti-MLM movement” is gaining ground, it is uncoordinated and without leadership. By analyzing the growing anti-influencer communities on social media, we hope to enlighten readers as to the different types of direct selling content and which platforms are most susceptible to targeting, so companies can take action with more informed and effective counter-strategies.
Please log in (or register) to continue viewing this content.
PEOPLE ON THE MOVE – March
Ryan Napierski, Nu Skin
Nu Skin Enterprises has named Ryan Napierski as president and CEO. Napierski, who currently serves as the company’s president, will succeed Ritch Wood upon his retirement Sept. 1. Napierski also will presumably replace Wood on the board of directors later this year. Napierski has spent his 25-year career with Nu Skin.
Digital fitness and nutrition direct seller The Beachbody Co. Group plans to merge with special purpose acquisition company (SPAC) Forest Road Acquisition Corp. Completing the three-way deal, Beachbody will pick up Myx Fitness, a connected-cycling provider, after Myx merges with Forest Road. Founded in 2016, Myx is a competitor of Peloton and sells its bikes for $1,499 per unit, marketing “science-driven, highly personalized heart rate-based training.” Beachbody will be the parent company and will go public under the NYSE symbol “BODY.” Carl Daikeler, Beachbody’s co-founder and CEO, will lead the new venture with co-founder Jon Congdon. Forest Road’s strategic advisor and former TikTok CEO Kevin Mayer will join the board. The combined companies will have a value of $2.9 billion.
Experts fear other social platforms may follow
By: David Bland
The loss of TikTok as a potential tool for reaching the dynamic Gen Z market is a blow to the channel.
Most concerning is the prospect that TikTok’s decision will act as a bellwether for platforms more vital to the direct selling channel, such as Facebook and YouTube.
The social media platform TikTok took the direct selling channel by surprise in December 2020 when it announced a sweeping addition to its community guidelines that included a ban on multi-level-marketing content. It is the first online social platform to place an outright prohibition on direct selling and MLM activity.
Please log in (or register) to continue viewing this content.